Marketing, now more than ever, needs to be front and center in transactional Web site design. SITECHECK is a tool for insuring a response to this mandate.

Successful transactional Web sites have four things in common: 1) a product or service that somebody needs (and, therefore, can be sold); 2) a strong on- and offline program for guiding prospects to the site; 3) a site designed to sell visitors on giving the desired response; and 4) a seller-customer interface that is built on, and strongly supported by, technology.

The technological component means technological knowledge is a site development requirement, a fact that often leads to "professional looking" Web sites designed by technical experts without benefit of a fully informed understanding of marketing, especially direct response marketing. Now, however, as cyberspace gets ever more crowded, it is becoming clear that an informed understanding of both superior marketing and appropriate technology is required to build a successful business online. Furthermore, because the Web is arguably the best direct marketing medium ever, it is direct response marketing technology that Web developers need most. This means that site designers should be conversant with direct response advertising criteria that have proven themselves in other media.

This article presents a set of such criteria in the form of a rating scale--SITECHECK. Online marketers can employ SITECHECK as a guidance system when developing and/or evaluating a direct response Web site--or any other form of direct response marketing program. If creatively met, the criteria embedded in SITECHECK will help reduce the potential for weak links in any online direct response marketing program (whether B2C or B2B), and turn the site into a continuously hard working marketing tool. (See Exhibit 1 on page 42 to evaluate your Web site.)

* A Marketing Effectiveness Analysis Tool

The first marketing characteristic of an effective transactional Web site is a clear definition of the audience the site has been or will be designed to reach.

Focus on a Clearly Defined Market

Online direct marketers who succeed best are those whose market is a diaspora--a widely dispersed affinity group of customers that brick and mortar retailing finds uneconomical to serve. Only a small percentage of site visitors may be in your target market. Build your site for them--not for those who aren't. Begin with a clear profile of those prospects the site is being designed to attract, then let the target market you have selected drive every headline, graphic, and word of copy.

If you're selling woodworking, for example, have you chosen the woodworking beginner, the cabinet making specialist, or the home improvement generalist? Generating leads for a complex industrial machine? Make sure your site is targeting companies with problems your machine is designed to solve. Selling products to Belgian Shepherd dog aficionados (e.g., SitStay.com)? Focus on their needs and theirs alone.

Whatever target group you have chosen, the Web site's headlines and other initially visible messages must bullseye and flag them down. Many brick and mortar establishments are in high traffic locations but still fall because prospects don't come in until or unless they see enough evidence that the store has what they want or need, and attracts them with its style and appearance. It's the same for a Web site. Its content, style and appearance must be designed to "appeal," not to everyone, but to the target market.

Understanding of Buyer's Problem

Selling monogrammed golf balls? Make sure you talk about the problems people have with golf balls, e.g., pulling a ball out of the bag, hitting it, and then not knowing which one (among several they find in the area where their errant shot landed) is theirs. Selling software that helps presenters organize a presentation quickly? Show that you understand the conditions faced by presenters that lead to a need for help in putting a presentation together quickly.

In the unlikely event you're selling hair spray, be sure you talk about the conditions the prospective buyer faces that lead him or her to have difficulties keeping his or her hair in place. People do not buy products; they buy solutions to problems--hair control, not hair spray. The defined market's problem, not what the seller wants to sell, drives the site's content. Customers are looking for a seller who demonstrates an understanding of their experiences and problems--from the Web site's opening page to its order form.

Clear Positioning

Creative people (copywriters, etc.) can create exciting campaigns in the absence of a positioning strategy, but unless a clear positioning objective is defined, they are likely to be off target and ineffective. Positioning is something you do to the prospect's mind, not to the product. There should be no doubt in the prospective customer's mind concerning the product's intended use or the major benefit that will accrue to those who inquire about it, or buy it. Is the exercise apparatus you're selling presented as a "cardiovascular disease prevention machine," a "body building machine," a "quick fix for weight problems," a "family gym," an "alternative to jogging?"

Is the multipurpose tool you're selling being presented as: "the tool to start with, the system to grow with." Is it "the ultimate woodworking system?" Is it "the only alternative to a shop full of tools?" The answer to such questions is your positioning strategy--the foundation for everything that is to be communicated to your target audience, from amplification of the market offer to closing of the sale. Not making the best positioning choice can spell disaster, but not making one at all is likely to be even worse, because it leaves the site without a coherent focus.

A Definite Offer

The offer, along with target market and positioning, comprise the foundation elements of any good direct response strategy. The offer is comprised of everything you are going to give to the buyer in exchange for whatever the buyer is going to give you (e.g., the product, the price, warranties, guarantees, post-sale service, payment method, post-sale education, free gifts, your most wanted response, etc.) The buyer must know exactly what s/he will get and what s/he will have to give up to get it. Both must be made specific and perfectly clear. Buyers typically will not buy a blur, furthermore, they must be sold. This means substantial merchandising of the offer on the site, including using copy and other communications elements that maximize its appeal.

A Most Wanted Response

The most wanted response is an element of the offer. Whatever response is wanted must be made perfectly clear. If the seller doesn't know exactly what he wants the buyer to do, then the buyer won't know either. The seller must pick out the one action that s/he most wants the site visitor to take, and sell him or her on taking that action. For example, does the seller want the buyer to send money? Give up his or her anonymity (name, address, etc.), and admit to being a prospect? Subscribe to a newsletter? Download a coupon and take it to a dealer? Visit a dealer? The most wanted response should determine everything the seller puts on the Web site.

A Back-Up Response--Permission Marketing

Research reveals that greater than 80 percent of all buyers buy after their first exposure to an offer on a Web site. If they leave the site without either buying or giving up their anonymity, 80 percent of the potential business of that site will be lost. This problem is best solved with a back-up response. Thus, for example, if the most wanted response is purchase of a multipurpose woodworking machine and the visitor chooses not to buy, the seller who expects to sell that machine must have a back-up offer designed to reveal the visitor's identity (such as a subscription to an e-zine or other permission for the seller to continue educating the visitor with additional, repeated exposure to his/her products and messages). Successful sellers become skilled at asking prospects for the opportunity to continue educating and selling until they are ready to buy (a la Nick Osborne, ClickZ's MVP writer), e.g.:

Buy now to get your subscription at today's special price.

[] Yes, put a subscription in my shopping basket now!

[] I'd love to subscribe, but I don't want to right now. Put a subscription on my Wish List and e-mail me the next time they're on sale.

[] I like your newsletter but don't love it yet. Please show me something else.

Enough Information To Make the Requested Decision

Asking a buyer to send money requires that the buyer have all the information s/he needs to make a buying decision. A buyer with unanswered questions doesn't buy. On the other hand, merely asking the buyer to identify himself as a potential customer--to become a lead--requires far less information. In fact, leaving questions unanswered is a critical attribute of lead-generation advertising.

Too much information on a Web site can kill a lead generation program; it can cause buyers to think they have all the information they need to make a buy/not buy decision on the product or service when, in fact, they don't. And, they perhaps won't have enough until they talk with a sales representative or see a demonstration, or maybe only after a variety of contacts and thinking about the product over an extended period of time.

In sum, a successful transactional site must provide all the information needed by the buyer to make whatever decision s/he is being asked to make. Any less leads to refusal to buy; any more than is needed to generate a lead may actually kill your program.

One-to-One Copy Attitude

The Internet, to the surprise of many, is a copy medium as much as it is a graphics medium. On a transactional site, you've got to sell your offer with copy and write as though the person you are talking with is an old college chum, someone you know and who knows you; someone you can converse with, or write to, one-on-one. It is John Jones to Joe Smith, not John Jones to the audience in which Joe Smith holds membership. One way to do this is to get to know perhaps 10 persons who are members of your target audience--then pick out just one, and write/talk to or sell that person, and only that person, one-to-one (in other words, put the "you" in your copy). Once copy is written, substitute the names of all the other nine persons, one at a time. Effective copy will resonate with all of them; after all, they are all part of an affinity group--your target audience.

Perceived Benefits/Value

Successful transactional Web sites are loaded with benefits. Perceived benefits are the only reason why anyone buys anything. For some products, the benefits that flow from the product/service features are almost instantly evident to buyers. These are typically the functional benefits of the product, e.g., eye glass frame features that eliminate eye glasses from slipping down the nose. Frequently, however, the most powerful benefits are the higher order benefits that the buyer can derive from owning or using the product, e.g., not feeling self-conscious about constantly pushing glasses back into place.

For the most part, higher order benefits are not obvious, requiring the seller to ascertain the psychological value that the buyer gets from the product. For example, the seller of a golf ball that travels further might discover that his/her user is seeking admiration of friends, better attitude, a sense of accomplishment, pride, a unique sensory experience, etc. Understanding these psychological benefits is a key to designing a Web site that communicates to the visitor in a compelling way.

Price/Value Relationship

Successful Web sites provide ample evidence in support of product/service value in relation to the price. The price fits the offer and the target audience so well that the prospective buyer doesn't question the legitimacy of the price even though s/he may be unwilling to pay it. Web site prospects buy when the price/value equation is over-balanced to the value side. Thus, an effective Web site demonstrates both the value of the offer and the correctness of the price.

Active Voice in Copy

You want instant reader engagement on the Internet? Use active voice in your copy. "You are loved by him" is in the passive voice; "He loves you" is in the active voice. The direct quality of the active voice engenders reader interest. Instead of the passive, "You will be given a prompt refund," try the active: "We will give you a prompt refund." Instead of the passive, "You will be surprised by the power of this software," try "The power of this software will surprise you." Active voice in Web site copy will communicate action and excitement--and get the reader more excited about buying.

Perceived Authority/Trust

Building authority into a direct marketing program is basically answering the question, "What gives you (the seller) the right to say what you say about your product or service, and can I trust you to back up what you say?" Information that helps to answer this important question might include (if true) "300,000 satisfied people now own this product" and "the American Society of Engineers rate this product at the very top." Unsolicited testimonial letters from owners are also frequently used to build authority.

Although there are countless other possible approaches that a marketer might use, the key factor is always whether or not the buyer will be convinced by the information, and its method of presentation, that the seller is trustworthy and can legitimately make the claims s/he is making about the product being sold.

Perceived Limited Availability

The message of a transactional Web site must be: "What you want is here-- and furthermore, the total offer we are making here can not be found anywhere else." Consequently, it is of the utmost importance to provide buyers with convincing information that access to the product and/or its unique benefits simply won't be found by looking elsewhere. Limited availability need not mean the unavailability of the product itself. It can mean unavailability of the product at this price, in this bundle, at this level of convenience, with these particular premiums, etc.

Perceived Security/Privacy

To effectively overcome the Web site prospect's security/privacy concerns, it is necessary that the seller offer the assurance of security and privacy that the customer requires (related to all payment transaction information). This can be accomplished in a variety of ways, e.g., secure locks, certificates, etc., and opportunities to designate preferences related to all privacy issues. A customer must be confident that the seller has taken measures to provide security and will not invade or breach the customer's privacy without the customer's permission (including selling any information about the customer and the customer's purchase behavior).

Commitment to Buyer Satisfaction

Direct response buyers take substantial risks of being dissatisfied. Some may fear social ridicule for even having bought the product. Others may fear finding no real use for the product after they get it, or finding that they really can't afford it. Some buyers may fear dissatisfaction from a use or consumption system misfit--the product won't match requirements and they will be stuck with it.

Perceived risk (social, physical, psychological, or economic) reduction is the basic issue. How these risks are reduced to zero, or nearly so, must be made evident on the Web site. A highly visible, clear, unequivocal guarantee and a clear complaint-handling process are major ways for a seller to underscore his/her commitment to customer satisfaction and reduce the buyer's risk. But because buyers are unlikely to discover for themselves the unstated benefits that flow from a strong guarantee (even an extraordinary guarantee), guarantees can not merely be presented; they must be merchandised (e.g., framed certificates, unambiguous language, etc.)

Strong Clear Call to Action (Close)

Direct marketers must ask for the order if they want to make sales. But asking for the order is frequently couched in a hedge. Apparently, asking for what you want is, in fact, a psychological issue with a lot of people--including marketing people. Our parenting has often been of the type that punished direct approaches--so we use less direct ones, and, as adults we carry this over into our professional lives.

Thus, instead of "complete the order form today, etc., etc.," we write "why not" into the close copy and raise questions that provide buyers with issues on which to base a hesitation, delay, or outright rejection of the offer to sell. A strong Web site closing process begins on the opening or splash page. Thus, the splash page should contain closing copy and an invitation for visitors to navigate straight through and complete the order form, or to take whatever other action is being requested by the seller.

Clear Navigation and Response Process

Visitors should never have to ask themselves, "Where am I in this site," and especially, "How do I order from this site?" And they certainly should never have to hunt for the response from or other response option. It should be possible for the visitor to easily navigate the site and to buy (go to the order form) at any stage or on any page; therefore, a clear response process should appear on the opening or splash page and all subsequent pages. And, to maximize the chances that prospects who don't order will get back to you, your URL should be on every page--top and bottom.

Perceived Urgency

Procrastination is the death knell for direct response sellers. Failure to get the first-time site visitor's order or name on a permission marketing (Opt-In e-mail) or other prospect list usually means you've lost them forever. "Buying now" is a critical sale that has to be made by any marketer--this is no less true for Web marketers. Buyers need a sense of urgency to get them to act "now."

Most consumers are inclined to tell themselves that they will come back and make the purchase tomorrow, but in reality, few do. Accordingly, effective transactional Web sites require elements designed to overcome human inertia and get prospects to take the action they want to take, but are unwilling to take at the moment. Limited-time offers and buy-now sales copy (that encourage them to begin quickly enjoying the benefits of a product or service) typify efforts that are used to accomplish urgency.

Sells Every Click-Through

The Web site's splash page has two primary functions: 1) positioning the site and/or its offer to sell; and 2) selling the prospect on "clicking through." A critical part of every subsequent transactional Web site page is merchandising the value of clicking through to the next step in the customer education, product selection, or purchase process. You can't assume that the buyers will be self-motivated to click through; the site visitors will need some encouragement--usually best given by information that helps them understand the value of clicking through to the next logical page on the site or the order page. Navigational ease can make clicking through logical and easy--but getting the prospect to use the easy navigation requires proactive seller effort to insure that it happens, e.g., through use of such click-through invitations as "Don't miss out. Click here to see the latest _____."

Displays Specificity

Whether it's the offer, a testimonial, a benefit, or an order deadline that is being presented, specificity will improve the pulling power of a site. Buyers respond to specifics. Don't offer them testimonials that say "build to the highest quality standards" when you can say "if it breaks within 12 months, you get your money back." Don't say "offer ends soon" when you can say "offer will absolutely end on X date." Don't say "spend seven days of fun" when you can say "spend seven days immersed in surfing, dining, horseback riding, and romantic night time dining," and show pictures of people doing these things.

Recognizes Decision-Process of Prospects and Your Overall Direct Response Strategy

Prospective buyers visit Web sites during different stages of their decision processes. Some may have not yet recognized the problem that a product and or service solves. Others may have recognized the problem and are "hunting" for alternative solutions. Still others may be evaluating alternatives and/or be ready to buy. The information needs of the buyers at a given stage should drive your site's content and overall approach.

For example, if you're selling woodworking plans, your prospect is likely to be looking or "hunting" for plans making your site's job that of closing him or her (like a retail salesperson) on your product, your price, your company, and on "buying now."

In contrast, if you're selling a complex woodworking tool that site visitors aren't aware that they need, or don't have any perceived need for, your site probably has a much different job--one that could range from stimulating problem recognition and helping the buyer formulate and evaluate the alternatives, to closing the buyer on giving you permission to continue interacting with them. In the latter case, closing buyers on "buying the product now" is unlikely to succeed, and the site should be designed accordingly, e.g., designed to close visitors on giving up their anonymity and becoming a lead.

Summary and Conclusion

Technology no longer reigns where Internet marketing is concerned. The low-hanging fruit that could be had with strong technology and weak marketing has been picked. Marketing must now be front and center in transactional Web site design. SITECHECK is a tool for insuring adequate response to this mandate. It was designed to focus Internet marketers on the critical marketing communication questions and issues underlying effective transactional Web sites; using it will insure that all the major marketing communication characteristics of successful Web sites have been addressed, thus increasing the likelihood that any site is an effective, hardworking marketing tool.

Dr. Paula M. Saunders is professor of marketing at the Raj Soin College of Business at Wright State University. Her current areas of research and teaching include marketing strategy, services marketing, pricing and electronic commerce. Her background includes business experience in research and development, direct marketing and operations management for international retail and industrial businesses.

Dr. Herbert E. Brown is director of the Massey Center for Business Development and Innovation at Robert Morris College in Pittsburgh. PA. Brown has published a variety of journal articles and a Direct Response Marketing textbook--now in its second edition. His background includes consulting and seminar work with law firms, construction firms, industrial firms. CPA firms, advertising agencies, political parties, government agencies and a variety of consumer goods companies.

EXHIBIT I

SITECHECK

Marketing Effectiveness Web Site Evaluation Form

How clearly and precisely does this site make use of / develop /
communicate / convey:


 1. Focus on a Clearly
    Defined Market        Not At All  Somewhat  A Great Deal  Completely

 2. Understanding of
    Buyer's Problem       Not At All  Somewhat  A Great Deal  Completely

 3. Clear
    Positioning           Not At All  Somewhat  A Great Deal  Completely

 4. A Definite
    Offer                 Not At All  Somewhat  A Great Deal  Completely

 5. A Most Wanted
    Response              Not At All  Somewhat  A Great Deal  Completely

 6. A Back-Up
    Response -
    Permission Mkt.       Not At All  Somewhat  A Great Deal  Completely

 7. Enough Information
    To Make the
    Requested Decision    Not At All  Somewhat  A Great Deal  Completely

 8. One-to-One
    Copy Attitude         Not At All  Somewhat  A Great Deal  Completely

 9. Perceived
    Benefits/Value        Not At All  Somewhat  A Great Deal  Completely

10. Price/Value
    Relationship          Not At All  Somewhat  A Great Deal  Completely

11. Active Voice
    in Copy               Not At All  Somewhat  A Great Deal  Completely

12. Perceived
    Authority/Trust       Not At All  Somewhat  A Great Deal  Completely

13. Perceived Limited
    Availability          Not At All  Somewhat  A Great Deal  Completely

14. Perceived
    Security/Privacy      Not At All  Somewhat  A Great Deal  Completely

15. Commitment to
    Buyer Satisfaction    Not At All  Somewhat  A Great Deal  Completely

16. Strong Clear Call
    to Action (Close)     Not At All  Somewhat  A Great Deal  Completely

17. Clear Navigation and
    Response Process      Not At All  Somewhat  A Great Deal  Completely

18. Perceived
    Urgency               Not At All  Somewhat  A Great Deal  Completely

19. Sells Every
    Click Through         Not At All  Somewhat  A Great Deal  Completely

20. Displays Specificity
    Throughout            Not At All  Somewhat  A Great Deal  Completely

21. Recognizes
    Decision-Process
    of Prospects and
    Your Overall
    Direct Response       Not At All  Somewhat  A Great Deal  Completely
    Strategy